Creating the Creating the Trade Show ExperienceTrade Show Experience

Engages the AudienceProduces Results

Stephen Schuldenfrei President Stephen Schuldenfrei President

Trade Show Exhibitors Association (TSEA)McCormick Place Suite 10052301 South Lake Shore DriveChicago, IL 60616Phone: 312 949-5781Fax: 312 842-8744sschuldenfrei@tsea.orgwww.tsea.org

Trade Shows Are TheTrade Shows Are The

22ndnd Most Expensive Most Expensive

Marketing ExpenseMarketing Expense

$132.2 Billion Industry

Economics of Exhibiting

Cost of generating a qualified lead at a show $212.00Cost of generating a qualified lead in the field

$308.00

Cost of closing a qualified lead from a show $705.00Cost of closing a qualified lead without a show $1,140.00

38% Less When You Exhibit!

Who Attends These Days?

83% of visitors have buying power!

86% of visitors will be new contacts!

6+ The number of others visitors will tell about their experience (IF it’s a GOOD experience).

Expecting the Golden Bullet?

You Need An Arsenal of Golden Bullets to Achieve Success!

Goals & Objectives

Shows / Events

Booth

Promotion

Engagement

Collateral

Follow Up

Measurement

Goals & Objectives

Why Are You Exhibiting?

1. The Competition is Going2. We’ve Always Gone3. Want / Need Exposure4. We’re Doing an Educational Session5. See All Our Friends6. We’d Be Conspicuous By Our Absence7. We Have an Image to Maintain8. Support Our Association9. To Train New Staff10.The Show is in Hawaii

Why Are You Exhibiting?

1. Make Sales!2. Get Qualified Leads (that will lead to sales)!3. Reinforce Existing Relationships!4. Launch a New Product!5. Get Press!6. Do Market Research!7. Find Dealers, Representatives & Distributors!8. Get Smart!9. Scope Out Competition!10.Conduct Sales / Business Meetings!

Do You Have Support?

• Senior Marketing Management• Sales Staff

Never Hold A Never Hold A Planning Planning Meeting Meeting WithoutWithout Anyone Who Anyone Who Can Veto The Can Veto The Project!Project!

NOTE:

S.M.A.R.T. Goals

Specific

Measurable

Attainable

Realistic

Timely

Specific Objectives?

Examples:

3 Contracts on site

50 “A” Leads

200 “B” Leads

5 Interviews with media

200 People at our hospitality event

Shows / Events

Choose wisely.

One door leads to increased return on investment, the other to market meltdown!

Your are at the right show when:

You Will Reach the

Right Customer Right Prospect Right Suspect

Pick the right show!

• Ask your customers what shows they attend

• Talk to current & past exhibitors• Are your competitors there consistently• Coverage by your primary trade journal • Don’t trust the show’s sales staff• Try before you buy

Never Exhibit At A Show You Have Not Personally Walked.

NOTE:

Does Size Does Matter?

– to your booth size. Larger booths draw more trafficYe

s

No – to the size of the show. You can’t meet everyone anyway

EventsP.C.E. – It’s Your Show

• Advantages

• Control who attends

• Guarantee You See Everyone

• Disadvantages

• No new customers / prospects

• Costly

• Small attendance

Where to Find The Right Show

• Databases– www.tradeshowweek.com– www.tsnn.com

• Magazines

• Customers / Prospects

• Consultants

Booth

Your Booth is Your

Billboard!

Booth Graphics

Tell ‘em…

Who Your Are What You Do What You Offer What’s In It For Them

The 3 Second Rule

HEADLINE TEST

Don’t Win The Sausage Award

Open Up

Use All The Senses• Sight

• Light • Motion

• Sound• Voice• Music

• Smell• Food• Drink

• Taste• Sample

• Touch• Involved

It Is A Different Sell

Choose Staffers Who Are• Experienced

• Committed• Knowledgeable• Prepared• Confident• Bold• Friendly• Enthusiastic• Persistent

Six Deadly Trade Show Sales Staff Sins

1.1. They Tell Instead of SellThey Tell Instead of Sell

2.2. They Try Too MuchThey Try Too Much

3.3. They Ignore Visitor’s WantsThey Ignore Visitor’s Wants

4.4. They Respond with Features Not BenefitsThey Respond with Features Not Benefits

5.5. They Spend Too Much Time With VisitorsThey Spend Too Much Time With Visitors

6.6. They Don’t Try to Close BusinessThey Don’t Try to Close Business

The 3 Most Important Words

Qualify

Qualify

Qualify

Engagement

You Have Two Ears and One Mouth

For a very Good Reason!

A Customer Will Tell You Everything You Need to Know for The Sale… If You Just Listen!

NOTE:

Three A’s For an “A” Lead

1. A Need!2. A Budget!3. A Purchasing

Authority

1. Pre-Show

2. At Show

3. Post- Show

Promotion

Only 3 Times To Promote

Why Spend Time & Money

To Promote?Bring Hordes Of Bring Hordes Of

Prospects Prospects To Your Booth!To Your Booth!

Spends 2.3 Days

Visits Only 25 – 32 Booths!

At the Exhibit, The Average Attendee…

Spends a Total of 8.5 Hours

The Numbers

An Invitation to Come To Your Booth Is

VITAL!VITAL!

Sacrifice Anything To Pay For Your Pre-Show Invitation Marketing!

NOTE:

What To Tell Them1. You’ll Be At The Show!

2. You Want Them See Them!

Get Their Attention

Clarify & Qualify

Give a Great Reason To Visit

Make It Personal

Mention Any Show Sponsorship and/or Special Events

Wash, Rinse, Repeat

Collateral

Literature Strategy1. Create Special Literature As Tools During

Booth Visit / Not Necessarily For Take Home

2. Limit or Skip The Good Stuff3. Send or Bring All Collateral To Visitor After

Show4. Specialized Collateral

1. Press Kits2. Student / Recruiting Kits3. “Get Rid of You” Pieces

5. After Visit / Follow Up Piece

Lead Retrieval

• Customized

• Automated

• Verified

The Magic Question

Is this the best Is this the best phone number phone number to reach you?to reach you?

Never Let a Visitor Leave Your Booth Without Agreeing on a Clear Next Step !

NOTE:

• Thank You For Visiting Our Booth

• Action Agreed Upon

Follow Up

PERSISHBILITY RULE:

Leads Are Icy Cold After 72 HoursLeads Are Icy Cold After 72 Hours

% Close x Long Term Value

$ Lead Acquisition + $ Lead Management

Measurement

Return On Investment (ROI):

Return on Objectives

• Surveys• 10 minute counts• Number of “A”, “B” and “C” Leads• People at Hospitality Event• Pre-Show Promotion Items

Bring To Show List

• Appointment Book

• Business Cards

• Collateral / Literature

• Lead Forms

• Phone Number List

Resources

• TSEA www.tsea.org• Tradeshow Week

www.tradeshowweek.com• CEIR www.ceir.org• TSNN www/tsnn.com

Books

Margit Weisgal

The Planning Shop

Jay Levinson